Ted Baker is headed back to the U.K.

The British lifestyle brand, which was purchased by Authentic Brands Group in 2022, opened a stand-alone store in its former home country on Friday.

Called Ted Baker Tailored, the store is located at 155 Fenchurch Street in the heart of London’s financial district and is intended to build on the brand’s menswear heritage. It offers suits and everyday essentials rooted in British tailoring traditions.

“This opening is an important milestone for Ted Baker in its home market and a reaffirmation of the brand’s British heritage and the enduring relevance of the category where it all began,” said Henry Stupp, president, lifestyle EMEAI at Authentic. “We’re building on the qualities that have long distinguished Ted Baker, its approach to tailoring, craftsmanship and distinctly British point of view, while evolving the brand for today’s consumer. London is the natural place to begin, and we see this opening as a defining step in the brand’s next chapter.”

The store is designed to offer a contemporary take on the wit and personality that has long been a hallmark of the brand.

“Having designed and produced Ted Baker suiting for many years, Suit Direct has a deep understanding of the brand and its distinctive approach to British tailoring,” said Tim Murphy, chief executive officer of Suit Direct, the brand’s licensee outside the U.S. “Ted Baker Tailored represents an exciting new chapter in that partnership — bringing together our expertise in craftsmanship, attention to detail and contemporary style in a dedicated retail space. We’re proud to bring this new experience to London and look forward to welcoming customers.”

Ted Baker was founded in 1988 by Ray Kelvin and for decades was a recognizable brand on the British high street with its quirky, colorful take on the season’s trends. However, Kelvin resigned in 2019 amid staff complaints about inappropriate physical contact, which he always denied, and the company went on to face a series of crises before being sold to Authentic.

In the U.S., the license is held by United Legwear & Apparel, which produces the core Ted Baker collection as well as the Ted by Ted Baker subbrand that debuted at Macy’s in August.